Sheetz

Taking Muffinz to the Top.

How do you create excitement around a craft beer made by a convenience store?

Project Brewberry Muffinz Launch.
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Client's Challenge

Sheetz, one of the nation’s fastest-growing convenience store chains, needed to get some excitement brewing around their second-ever limited-edition craft beer: Project Brewberry Muffinz.

Planit's Solution

We developed a strategic tiered announcement plan to get multiple rounds of coverage. This included an exclusive invite-only reveal event for media and influencers, first-look beer mailers to local and national media, and coordinated announcements to showcase consumer demand. And by the end? We left them all thirsty for more.

Three tiers for new beers.

Our tiered approach allowed Sheetz to obtain multiple rounds of coverage on Project Brewberry Muffinz: pre-launch, launch, and post-sell out.

 

Catching a buzz.

We were able to penetrate important media markets in Pennsylvania, as well as securing interest from prominent national media about Sheetz’s second-ever craft beer release.

 

Bubbling with anticipation.

We built excitement and demand with a PR campaign that included:

  • An invite-only reveal event with media and social media influencers
  • First-look product mailers and personal drop-offs to target TV stations
  • “Coming Soon,” “Now Available,” and “Sold Out” announcements to showcase consumer demand
Sheetz Brewberry Muffinz
"If you want a Sheetz Blueberry Muffinz beer – and regardless of allegiances, who doesn’t? – you’ll probably want to act fast. Four-packs of 16-ounce cans (price $7.99) will be available at only about 100 Sheetz locations across Pennsylvania"

- Food & Wine

"If you want a Sheetz Blueberry Muffinz beer – and regardless of allegiances, who doesn’t? – you’ll probably want to act fast. Four-packs of 16-ounce cans (price $7.99) will be available at only about 100 Sheetz locations across Pennsylvania"

- Food & Wine

149M+

EARNED MEDIA IMPRESSIONS

91

SECURED PLACEMENTS

With message penetration in national media and every major media market statewide

5 DAYS

TO SELL OUT

All 99 Sheetz locations selling this limited-edition beer sold out in just 5 days